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When customers first hear your brand's name, what do they think?

Business is a money-driven sector, with revenues, profits and cash flow important considerations.

Many functions can impact on a company's ability to generate positive revenue, and your reputation is one of the most vital.

Reputation a key business concern

A recent report from professional services and advisory firm Deloitte investigates how much companies value their reputation.

The 2013 edition found damage to a reputation was the No. 1 concern for business executives. This year, Deloitte partnered with Forbes Insight to delve deeper into reputation risk.

Released in October, the 2014 Global Survey on Reputation Risk found that:

"87 per cent of executives believe reputation is more important this year than in previous years"

"88 per cent say they are explicitly focusing on reputation as a key business challenge"

Reputation closely tied to revenue and value

Reputation problems tend to have the biggest impact on revenue and brand value, according to the survey. Respondents who have experienced a negative reputation event said the areas which were affected the most included revenue (41 percent), loss of brand value (41 percent) and regulatory investigations (37 percent).

In Asia Pacific, the concern over revenue and earnings was even higher, with 56 per cent of respondents from this region naming this as most significant factor impacted by damage to their reputation.

Who is responsible for reputation risk?

Most communications professionals would be quick to put up their hand when asked who was in charge of protecting their company's reputation.

However, the Deloitte survey found that the responsibility for managing reputation risk actually falls on the shoulders of those in the executive-suite. Just over one-third (36 per cent) of respondents named the CEO as the key player, followed by the chief risk officer (21 per cent), board of directors (14 per cent) and chief financial officer (11 per cent).

What should you be keeping an eye out for?

There are unfortunately many things that could potentially damage your company's reputation the public eye. These include ethics and integrity risks (55 per cent), such as fraud and corruption. This is followed by security risks (45 per cent), like physical break-ins and cyber breaches. Finally, respondents also named product and service risks (43 per cent), including those that may impact on safety, health and the environment.

Looking to the future

Reputational risk is a growing concern across the globe, so it is not surprising that many companies are planning to increase their investment in risk management strategies.

In particular, more than three-quarters of companies in the Asia-Pacific region (78 per cent) are planning to invest more in data collection related to reputation. This includes media monitoring and surveying tools to track mentions on traditional and digital media platforms.

This report demonstrates how important it is for any business to be keeping tabs on their reputation. Receiving real-time updates and media analysis can give companies the ability to respond and manage negative reputation events before they affect the organisation as a whole.

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We are living in the era of the "Creator CXO."

The C-suite is now expected to be the face of the brand, the primary storyteller, and a digital thought leader. But despite the pressure to post more, engagement on executive content is plummeting.

Why? Because in a feed flooded with AI-generated thought leadership and corporate updates, audiences have developed a "BS detector." They are scrolling past and looking for something else.

In our recent "Future of Measurement" webinar, Prashant Saxena, VP of Revenue & Insights, SEA, pinpointed that it’s not about posting more, but about getting real. Being authentic is a daily ritual, it’s not just a buzzword. 

Where do C-Suite leaders go wrong?

Why do so many capable leaders struggle to build traction on LinkedIn?

1. The "corporate bot" syndrome

Many executives treat LinkedIn like a press release distribution channel. Their posts are perfectly grammatically correct, sanitized by three layers of PR approval, and utterly devoid of personality. If your post sounds like it could have been written by any CEO in any industry, it’s not doing its job.

2. Delegating too much

It is standard practice for executives to have ghostwriters. However, the mistake lies in delegating the perspective. When a leader completely hands off their LinkedIn presence to a team without providing personal voice notes, opinions, or raw thoughts, the content feels hollow. Audiences waste no time in picking up how artificial something reads or sounds. 

3. Broadcasting, not engaging

Many "Creator CXOs" view social media as a megaphone rather than a telephone. They drop a piece of "thought leadership" and leave. They don't reply to comments, they don't engage with other creators, and they don't show up in the messy, human conversations happening in the comments section.

The ritual of being authentic: A 3-step framework

During the webinar, Prashant broke down the solution into a "daily ritual of authenticity." It’s a practical framework to move from being a "corporate bot" to "trusted leader."

1. Signal the Right Values: Values mean more than titles

• The Shift: Instead of sharing company wins ("We hit Q3 targets!"), share the why behind the decisions.
• The Tactic: When you post about a new initiative, explain the difficult trade-offs you faced or the core value that drove the decision. What was the moral compass of the decision made?
  

2. Share the "Behind-the-Scenes": Perfection is intimidating; progress is inspiring.

• The Shift: Move away from only posting the "highlight reel."
• The Tactic: Share the messy middle. Did a product launch almost fail? Did you have to pivot your strategy? Posting about a challenge you are currently navigating (or recently overcame) invites empathy and engagement that a polished success story never will.
  

3. Leverage Third-Party Proof Points: Validation is stronger when it comes from others.

• The Shift: Stop being the only one talking about how great your company is.
• The Tactic: Elevate the voices of your employees, customers, and partners. Repost an employee’s win with your personal commentary on why you’re proud of them. It shows you are listening and that your leadership has a tangible impact on real people.

C-Suite leaders who “get it”

Who is actually doing this well? Here are a few leaders who have mastered the art of engagement by being human first and executives second.

1. Satya Nadella (CEO, Microsoft)

• Why he wins: Signaling values.
  Satya rarely posts generic corporate updates. His content is deeply philosophical and tied to his core mission of empathy and empowerment. Even when discussing AI or cloud computing, he frames it through the lens of human impact. He doesn't just sell Microsoft; he sells a worldview that people want to align with.

2. Melanie Perkins (CEO, Canva)

• Why she wins: Behind-the-Scenes reality.
  Melanie is famous for sharing the rejection letters and the "no's" she received in the early days of Canva. By sharing the struggle, she makes her massive success feel earned and relatable. She frequently highlights the culture and the team (the "Canvanauts") rather than just her own accolades.

3. Ryan Holmes (Founder, Hootsuite)

• Why he wins: Third-party proof & engagement.
  Ryan understands the platform mechanics. He uses polls, asks questions, and champions other entrepreneurs. He frequently shines a spotlight on industry trends that validate his company's mission without being overtly salesy. He acts as a curator of industry wisdom. 

The bottom line

As Prashant Saxena highlighted, reputation is a downstream outcome of an upstream habit.

If you want to fix your engagement, sounding like a "Creator CXO” does a lot of harm to one’s personal brand. Starting to sound like a person who happens to be a CXO would be so much better. 

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Interested in viewing the whole recording? Watch our webinar here.

Alternatively, contact our team to learn more insights into meaningful measurement, KPIs and communicating using the right dataset.

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The media landscape is accelerating. In an era where influence is ephemeral and every angle demands instant comprehension, PR and communications professionals require more than generic technology—they need intelligence engineered for their specific challenges.

Isentia is proud to introduce Lumina, a groundbreaking suite of intelligent AI tools. Lumina has been trained from the ground up on the complex workflows and realities of modern communications and public affairs. It is explicitly designed to shift professionals from passive media monitoring back into the role of strategic leaders and pacesetters. 

“The PR, Comms and Public Affairs sectors have been experimenting with AI, but most tools have not been built with their real challenges in mind.” said Joanna Arnold, CEO of Pulsar Group. 

“Lumina is different; it is the first intelligence suite designed around how narratives actually form today, combining human credibility signals with machine-level analysis. It helps teams understand how stories evolve, filter out noise and respond with context and confidence to crises and opportunities.”

Setting a new standard for PR intelligence

Lumina is centered on empowering, not replacing, the human element of communications strategy. This suite is purpose-built to help PR, Comms, and Public Affairs professionals significantly improve productivity, enhance message clarity, and facilitate early risk detection.

Lumina enables communicators to:

• Understand & Interpret: Move beyond basic alerts to strategically map the trajectory and spread of narrative evolution.
• Focus & Personalise: Achieve the clarity necessary to execute strategic action before critical moments pass.
• Execute & Monitor: Rapidly deploy strategy firmly rooted in real-time, actionable insight.

Get a demo today: Stories & Perspectives module

We are launching the Lumina suite by making our first module immediately available: Stories & Perspectives.

In the current fragmented, multi-channel media environment, communications professionals need to be able to instantly perceive not just how a story is growing, but also how it is being perceived across different stakeholder groups.

Stories & Perspectives organizes raw media mentions into clustered, cohesive Stories, and the Perspectives that exist within each, reflecting distinct media, audience, and public affairs angles. This unique functionality allows users to:

• Rise above the noise: Instantly identify which high-level topics are gaining momentum or fading from attention.
• Get to the detail, fast: Uncover the influential voices, niche communities, and specific channels actively shaping the narrative.
• Catch the pivot point: Precisely identify the moment a story shifts—from a strategic opportunity to a reputation risk—or when a new key opinion former begins guiding the conversation.

"Media isn’t a stream of mentions," said Kyle Lindsay, Head of Product at Pulsar Group. "But rather a living system of stories shaped by competing perspectives. When you can see those structures clearly, you gain the ability to understand issues as they form, anticipate how they’ll evolve, and act with precision. That’s what we mean when we talk about AI built for communicators, and that's what an off-the-shelf LLM can't give you."

The Lumina Roadmap: AI tools for the future of comms

The launch of Stories & Perspectives is the first release of many. Over the upcoming months, we will systematically roll out the full Lumina roadmap, introducing a comprehensive set of AI tools engineered to handle every phase of the communications lifecycle.

The full Lumina suite will soon incorporate:

• Curated media summaries: AI-driven daily summaries customized specifically to the priorities of senior leadership, highlighting only the most relevant stories.
• Reputation analysis: Advanced measurement tracking how critical themes like ethics, innovation, and leadership are statistically shaping corporate perception.
• Press release & media relations assistant: Tools designed to accelerate content creation and craft hyper-focused, personalized pitches that reach the precise contacts faster.
• Predictive intelligence layer: Technology engineered to track and anticipate story momentum and strategic change before the window of opportunity closes.
• Intelligent agents: Background agents continuously scanning all media channels for emerging key spokespeople and previously undetected reputation risks.
• Enhanced audio, broadcast & crisis detection: Complete, real-time oversight of all channels—including audio and broadcast—enabling rapid context building and optimal crisis response delivery.

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Want to harness the power of Lumina AI for your PR, Comms, or Public Affairs team? .

Complete the form below to register your interest.

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